what i've been up to. . .
M.S, Business, May 2016
Concentration: Communications Strategy
George Washington University
B.B.A, Business, May 2009
My life in brief:
I was born in Guatemala City, Guatemala, but I grew up here in the states. Needless to say, my life has been a fusion of cultures and has resulted in a concoction I myself am still trying to understand. What I can say is, this broad worldview has made me a deeper thinker, a stronger observer, and a wanderer at heart. Understanding cultures, people, and what motivates us, that’s my thing. Some call it overanalyzing; I call it being a good detective. Tomāto, tomäto.
Strategic Planning Intern
-Briefed creative teams on the Digiorno brand as they embarked on a new creative direction. Remained active throughout the entire creative process, contributing to creative as well as assuring that ideas remained in line with the brand’s core strategy.
-Conducted market/consumer research for the Nestlé brand in order to gain actionable insights for a new umbrella branding strategy that would not only revive the brand, but also help them become a bigger part of their consumer’s lives.
-Conducted primary consumer research for Choose Chicago, the tourism bureau. Assembled the research in creative and moving ways to help inspire and excite the clients on their brand’s new direction.
Manager of business development
Why it matters
June 2010 - June 2014
-Managed the marketing/sales department. Duties included creating the marketing plan, budgeting, attending conferences, presenting department news/updates, managing staff.
-Conducted market research on target.
-Created campaigns for upcoming semesters.
Selling simulations meant more than just understanding a curriculum. To make the right sale you had to understand the professor for who they were as an educator as well as a consumer. This allowed me to cultivate my consumer research skills and build a foundation for what it means to truly dig deeper.
Why it matters
Caucus Institute (CHCI)
August 2007 - December 2007
-Duties were heavy in writing and consisted of writing press releases, press lists,marketing, material, and content for the CHCI newsletter.
As a non-profit, CHCI relies heavily on their communications department to keep them funded. This fast-paced position not only kept me on my toes, it also helped me understand the power of persuasion. Every written word must move the audience. Writing was my weapon at CHCI and I learned to harness it well.
What I do well:
Empathize: I often feel for the antagonist in a movie. I know that even when we don’t want to understand someone, they’re worth understanding.
Write: I am at times reserved in my speech, but never in my writing. I enjoy it. I think it shows.
Observe: I probably know a lot more about you than you think. Creepy? Maybe. But it’s really just my people reading skills. They’re pretty good.
TOOLS: Simmons - Keynote - Apple iMovie - Final Cut Pro
SKILLS: Creative Problem Solving - Prospecting - Client Pitches - Creative Briefing - Competitive Analysis - Concept Testing - Social Scours/Listening - SWOT Analysis - Digital Ethnography - Segmentation Studies -Scenario Planning- Brand Essence - Qualitative and Quantitative Research (interviews, focus groups, surveys, etc.)
EXPERIENCE: Team Management/leadership - Department Management - Travel (Conferences and for Study) - Budgeting and Planning (Marketing Plan) - Negotiation (Creating contracts)